Many small businesses have Facebook pages, Twitter accounts and other social media outreach, but that kind of social media presence is quite limited. As pointed out by Shama Hyder at Forbes, vendor partnerships remain silo-ed. She offers the idea that small businesses and franchises, particularly those without a solid brick-and-mortar presence, require social media promotion in their contracts with larger organizations. Here’s how that works.
In her example, Dippin’ Dots franchisees often work events at stadiums, concerts or other large venues. The franchises promote themselves on social media, but what about the lost opportunity of site promotion? Not all franchises and small businesses can afford to sponsor an organization, but being included in their social media promotion can be a free or inexpensive way to increase a small business’ social media influence.
This type of strategy is considered “cross-pollination.” It’s traditionally used by companies with similar products and services. In other words, a shoe store might partner with, or help promote, a nearby accessory store. This increases the influence and reach of both businesses without undermining their independence.
Downtown business districts band together to create websites and encourage tourism. This can also be done across social media platforms.
Other cross-pollination social media strategies include extending your businesses circle of likes and friendships. Sharing hashtags and other media mentions are strategies. What makes social media promotion so much better for small businesses than traditional marketing, is its low cost and high reach. Make certain to leverage it as much as possible.